PureLizz CST-50 is the safest and most effective way to change the structural hair fiber into either curly or straight, or as desired by the professional hairdresser. PureLizz System is a unique and safe process, promoting the cleavage of the keratin disulfide bonds and then reforming them in a new configuration, maintaining the hair in the new shape for 3 – 6 months, providing a bright, silky effect with natural look.

1. A REVOLUTIONARY
SYSTEM FOR
HAIR RESHAPING

2. WORLD MARKET FOR HAIR STRAIGHTENING / WAVING – 2015
US$528.80 MILLION*
*Euromonitor 2015

3. Hair
Structure

4.  Cuticle: it is the outermost layer, composed of a transparent, scale-like layers of overlapping cells. The
function of these shingle-like scales is to protect the cortex. The cuticle is the protective barrier for the
cortex and the medulla.
 Cortex: it is composed of fibrous protein core of elongated cells that are bonded tightly together. The
cortex contains melanin pigment and is responsible for giving the hair its strength, elasticity and tenacity. It
is accountable for approximately 90 percent of the total weight of the hair. This is the layer of the hair
where chemical changes take place when changing the color, permanent waving, or relaxing the hair. The
following chemical bonds are found in this area:
 Salt bonds: are weak physical side bonds that can easily break by weak alkaline or acid solutions and
changes in pH.
 Hydrogen bonds: it is a weak physical side bond that is easily broken by water or heat. Hydrogen
bonds can be reformed by drying or cooling the hair.
 Disulfide bonds: stronger and fewer than hydrogen and salt bonds and cannot be broken by heat or
water, only through a chemical reaction.
 Medulla: the innermost or center portion of the hair shaft. It is composed of round cells, two to five rows
across. Thick or coarse hair usually contains a medulla. Fine hair for the most part lacks a medulla, as does
naturally blonde hair. The purpose of the medulla has not yet been determined.

12. WHAT IS PURELIZZ CST-50?
PureLizz CST-50 is the safest and most effective way to change
the structural hair fiber into either curly or straight, or as desired
by the professional hairdresser.
PureLizz System is a unique and safe process, promoting the
cleavage of the keratin disulfide bonds and then reforming them
in a new configuration, maintaining the hair in the new shape for
3 – 6 months, providing a bright, silky effect with natural look.

13. 0.0 – 1.0 Corrosive acids
3.5 – 4.0 H2O2, lotions
4.5 – 5.5 Hair, skin and nails
4.5 – 6.1 Acidic shampoos
7.0 Pure water
7.0 – 10.0 Alcaline shampoos
8.0 – 9.5 Bleaching powder
8.5 – 9.5 Hair Straighteners (Thiols)
9.5 – 10.5 Hair dyes
11.5 – 13.5 Hair Straightners (Hydroxides)
13.0 – 14.0 Depilatories
Acidic pH Alcaline pHHair pH Neutral pH
PureLizz CST-50
pH 2.5

14. SUPERIOR PERFORMANCE
STRAIGHT OR WAVY HAIR
NATURAL LOOK
INTENSE SHINE, HYDRATION AND SILKY EFFECT
PRESERVES THE HAIR COLOR
HAIR CAN BE DYED AS PART OF THE PROCESS
IT DOES NOT IRRITATE THE HAIR SCALP

15. TOTALLY SAFE
 It does not contain:
o Aldehydes (formaldehyde, glutaraldehyde);
o Ammonia;
o Hydroxides;
o Carbonates.
 It does not release TOXIC FUMES;
 Registered on COSING for straightening and waving;
 No use restrictions, according to current regulations.

16. STEP BY
STEP
STRAND
TEST
APLICATION RESHAPING
WASH AND
DRY
TRANSFORMATION FINALIZING
1 2 3 4 5 6
PURELIZZ TEXTURIZING CREAM 30
Types of hair
Blond, highlighted, bleached,
fragile, sensitive or fine
Color treated or resistant
Natural*, ethnic, curly or very
resistant
Maximum time on the hair 30 minutes 60 minutes 90 minutes
Flat iron passes 5 times 10 times +10 times
Flat iron temperature 180°C (350°F) 204°C (400°F) 232°C (450°F)
Longevity
3-6 months (aprox.72 washes) 3-6 months (aprox.72 washes) 3-6 months (aprox.72 washes)
* Hair with no chemical process

17. VERSATILITY
Gels
Mousses
...and a lot more
Use your imagination

18. VIDEOS YouTube
TRANSFORMATION STEP BY STEP

19. Dosing of Formaldehyde in Volatile Components
Source: Kosmoscience
Table 2 illustrates the value obtained from the reading of dosing of formaldehyde in ppm for the study
Table 2. Formaldehyde concentrations (ppm) obtained for the treatment TRT.
Measure Concentration (ppm)
1 0.015
2 0.035
3 0.055
According to the mean result obtained from 3 analyses, the TRT treatment displayed a concentration of formaldehyde of 0.035 ± 0.020 ppm.
Table 3 compares the threshold obtained for the sample assessed to the thresholds of formaldehyde set
by reference organizations:
Table 3. Comparison of mean concentration of formaldehyde obtained by the sample under study in comparison to the values recommended by reference organizations. Values in
ppm.
Sample concentration References
0.035 ± 0.020 OMS1 ACGIH2 OSHA (STEL)3 NR154
0.08 0.3 2.0 1.6
Notes:
Threshold limits value determined by the World Health Organization [3].
Threshold limits value (ceiling concentration) determined by the American Conference of Governmental Industrial Hygienists [4].
Threshold limits value determined by the Occupational Safety & Health Administration for short term exposure limit (15 minutes) [5].
Threshold limits value determined by the NR 15 - Atividades e Operações Insalubres for long term exposure limit (48 hours per week) [6].

20. Global Dosing of Formaldehyde via Colorimetry
Source: Kosmoscience
According to the results obtained, product “PURELIZZ RESTRUCTURING CRÈME 30” did not
display free formaldehyde in its composition under ambient conditions of temperature and
pressure.
The product “PURELIZZ - REBONDING MASQUE” at ambient conditions of temperature and
pressure, displayed 0.0281% of formaldehyde in its composition.
According to the Resolution of the National Agency of Sanitary Surveillance (Anvisa) – RDC n°
15 of 26 March, 2013, the maximum concentration of free formaldehyde in cosmetics, as a
preservative substance, is 0.2%. Still according to Resolution RDC n° 15/2013, for
concentrations above 0.05% of formaldehyde in the final product, the product must state
“contains formaldehyde”.
Therefore, according to the results of the study, the composition of the product “PURELIZZ
RESTRUCTURING CRÈME 30” did not include formaldehyde and the concentration of free
formaldehyde of the product “PURELIZZ - REBONDING MASQUE” was below the maximum
limit set forth by Anvisa. As the concentration of formaldehyde of the products is lower than
0.05%, they are not required to warn about the presence of formaldehyde in their
formulations.

21. Durability and Efficacy Evaluation
Source: Kosmoscience
Accordingto theresultsobtained,thetressessubmittedtostraighteningprocedurewiththe treatments T01 and T02 (Straightened)
showed higher values of length when compared to their respective Baseline conditions (tresses before straightening).
After 36 and 72 successivewashes with SLES 10% the tresses submittedto the treatments T01 and T02
showed lower values of length when compared to the results after straightening procedure (Straightened).
However,after36and72successivewasheswithSLES10%thetressessubmittedtothetreatmentsT01
andT02showedsignificantlyhigherlengthwhencomparedtotheirbaselineconditions.
After 36 successive washes with SLES 10% the tresses submitted to the treatments T01 and T02 showed significant higher values of
length when comparedto the resultsof the tressesafter72 successivewasheswith SLES 10%.
As the length of the tresses is directly linked to the straightness of hair, it can be concluded that the tresses submitted to the
treatments T01 and T02 were significantly straighter after the straightening procedure, after 36 and 72 washes when compared to their
respective baseline conditions. Thus, one can say the smooth effect of T01 and T02 treatments was retained after 72 washes withSLES10%.
Thus,wecanconcludethattheLissEffectafter treatmentsT01 andT02 was keptafter72 successivewasheswith SLES10%.
The tresses submitted to the treatments T01 and T02 showed no statistically significant differences in the length variation, when
compared to each other in the conditions Straightened, After 36 and 72 successive washes with SLES10%. Therefore, there was no
significantdifferenceinthe maintenanceof the LissEffectbetweenthe treatments T01 and T02.
Therefore, from the results obtained in the study it can be concluded that the treatment PURELIZZ RESTRUCTURING CRÈME 30 +
PURELIZZ - REBONDING MASQUE showed the required efficacy to support the following claim:
 Lasts up 06 months or 72 de washes*.
*Because the hair tresses showed significantly higher values of length when compared to the hair before straightening.

22. Evaluated products: PURELIZZ RESTRUCTURING CRÈME 30; PURELIZZ- REBONDING MASQUE.
Objetivo do estudo: This study was designed to assess the effects of contínuos use of cosmetic products in hair color
change.
Experimental Design: In the present study, tresses of natural Caucasian were submitted to the treatment:
• PURELIZZ RESTRUCTURING CRÈME 30 + PURELIZZ- REBONDING MASQUE – group TRT.
Measurements of hair color were obtained using a Byk-Gardner Spectro-Guide Sphere Gloss
spectrophotometer, before and after treatment application.
Conclusion: According to the results obtained, the tresses showed no perceptible color variation after
application of the treatment TRT.
Thus, we can conclude that the treatment TRT showed necessary efficacy to support the following
claim:
• No hair fading.
Study on Hair Color Change
Source: Kosmoscience

23. Objective of study: Predict the cytotoxicity potential of the investigational product to estimate starting doses for
acute oral systemic toxicity tests. Predict and classify the irritant and corrosive potential of the
investigational product.
Preclinical Safety Evaluation of One (01) Investigational Product
Source: Kosmoscience
According to the results presented and the methodology used, we conclude that the
investigationalproductPURELIZZCST-50presentasstartingdoseforacuteoralsystemic toxicitytest
a LD50 = 3.6514mg/kg; It does not present irritating potential for cell viability MTT technique,
according to OECD 439 and the IL-1 α quantification technique, according to EPISKIN ™ SOP,
Version 1.2, ECVAM Skin Irritation Validation Study and it was classified as corrosive class III,
considering that in the period from 240 minutes of exposure the average viability was below 35%
andallotherperiodsofexposurethe averageviabilitywasgreaterthan35%.
Results and
Conclusion:

24. BEFORE AFTER

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AFTER

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BEFORE

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AFTER

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AFTER

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35. BEFORE
AFTER

36. AFTERBEFORE

37. BEFORE
AFTER

38. Daniel Marques – President Pure Kemika Brasil
Daniel.Marques@purekemika.com
Phone USA: +1 (305) 879-1939
Phone Brazil: +55 (11) 95896-9027
THANK YOU!